New models vital to DS' survival as UK sales hit record low

DS faces a make-or-break moment in the UK as sales slide to a record low during a model transition. The premium French brand sold just 112 cars in the first half of this year, an 88.19% drop from 948 registrations in the same period of 2025. The decline is tied mainly to the end-of-run of the DS 7 SUV, which previously led UK sales. With production of the DS 7’s rivals—the BMW X3 and Mercedes-Benz GLC—also winding down, DS has registered only two N°7 replacements so far. The N°8 flagship, available since March, has just 70 registered units, including demonstrators.